John Smith unveils ad with Aesop to promote Grand National sponsorship

Heineken-owned bitter brand John Smith has unveiled an ad, created by Aesop, to promote its sponsorship of the Grand National.

The ad, featuring the ‘no nonsense’ strapline, will be shown on screens at Aintree and other racecourses across the country.

Mark Tweddell, Aesop creative director, said: “We show how John Smith’s cuts to the chase. The 40 second commercial features a bloke trying to signal to his mate that it’s time for a drink, but getting involved in increasingly comical tic tac conversation with a bookie, until another pal rescues him using the universal sign language for having a pint.”

Karen Crowley, John Smith’s senior brand manager, said: “This is great addition to the marketing mix that we have employed over the years for the Grand National and for the first time we have created an ad around our racing platform. This allows us to communicate our sponsorship well in advance of the Grand National and extend our reach of the campaign to a broadcast and digital audience.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.